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[...] A couple years ago a loan officer asked me a brilliant question that they should have asked themselves before they spent $30,000 on a failed marketing campaign. “Dave, I have had a billboard for the past year on I-15 and I don’t get any calls off of it. What is going on?” I sat there for awhile trying to think of his billboard and I couldn’t remember it. Later that day it hit me. It took me all day to remember it. The loan officer had a prime location with his name and phone number and his company name on it. It said something like “your loan officer” or “call me for a mortgage.”…Read More [...]
Dave, I enjoyed your article! Marketing your business takes active participation from the owner. You can’t just put up a billboard and call it good like your loan officer did. “Test and measure” are the keys that a marketing professional will tell you. Measurement is the tough part. The loan officer should have had a unique phone number for the billboard that he could track the call activity. Then change the ad like you suggested with changes to the graphics and text. There must be people driving I15 everyday who are buying a home and need a loan officer. And use a memorable number, something that’s easy to remember while driving by.
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Lived the article. Add my email to your blog list. Thx.
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